Course Schedule - Fall Semester 2024

     

Meeting location information can now be found on student schedules in ESTHER (for students) or on the Course Roster in ESTHER (for faculty and instructors).
Additional information available here.

MGMT 707 002 (CRN: 17294)

ADVANCED MARKETING RESEARCH

Long Title: ADVANCED MARKETING RESEARCH
Department: Management
Instructor: Gopalakrishnan, Arun
Meeting: 6:15PM - 9:30PM T (27-AUG-2024 - 1-OCT-2024) 
Part of Term: MBA Term I
Grade Mode: Standard Letter
Course Type: Lecture
Language of Instruction: Taught in English
Method of Instruction: Face to Face
Credit Hours: 1.5
Course Syllabus:
Course Materials: Rice Campus Store
 
Restrictions:
Must be enrolled in one of the following Program(s):
MBA Hybrid
MBA for Professional Extended
MBA for Professionals
MBA for Professional Weekend
MBA - Executive Program
MBA
Must be enrolled in one of the following Level(s):
Graduate
Graduate Quadmester
Section Max Enrollment: 45
Section Enrolled: 15
Enrollment data as of: 21-JUN-2024 6:24PM
 
Additional Fees: None
 
Final Exam: GR Course-Dept Schedules Exam
 
Description: Students focus on conjoint analysis, a state-of-the-art method for discovering consumer preferences. This framework enables a quantitative approach to new product design that encompasses analysis of market share, segmentation, targeting, and positioning. In this project-based course, student teams design a set of new product concepts using conjoint analysis, analyze related survey data, and present a data-driven strategic marketing plan for their chosen concept.